You’ve heard a lot of chatter in the B2B marketing space about the benefits of personalized, targeted content experiences to accelerate the customer journey. We’ve heard it too, and we’re 👏🏽here 👏🏽for 👏🏽it!
It’s no secret that we at Uberflip agree that content experience plays an integral role in creating revenue-generating sales enablement, demand generation and ABM programs. We also know that the content experience landscape has changed over the past decade as the tools that marketers and sales teams have available to meet customer needs evolve to keep pace with changing buyer behavior.
As you shop for platforms and tools that are the right fit for your company’s needs, it’s important to know what content experience platforms are, what value they deliver and how they can scale with your business.
Here are some common myths and misconceptions about the content experience space in general and the Uberflip platform in particular, to help you select the right martech partner:
Myth #1: Content hubs and resource centers create a passive content experience
The modern B2B buyer’s sales journey contains shades of B2C; Forrester reports that B2B buyers show a strong preference for frictionless self-service experiences at all stages, from awareness to post-sale support. Self-service B2B ecommerce sales increased from 14% in 2015 to 18% in 2019. With rep-assisted ecommerce factored in, the total of all ecommerce purchases equal those made through vendor sales reps at 42%. Social distancing measures have accelerated this buyer behavior as more of the buyer journey has been driven online.
The modern B2B buyer wants to research on their own before they pick up the phone to book a meeting with you. A well-organized content hub can accelerate the buyer journey while your prospects self-nurture. Take a look at how some of our clients have accelerated the customer journey with these content experience makeovers.
Myth #2: Uberflip is only a resource center or content hub
Uberflip is a content experience platform that empowers marketing and sales teams to create engaging, relevant content destinations quickly for every campaign, audience, and stage of the customer journey. Marketers use our platform to scale how they incorporate content into every touchpoint and remove friction from the customer journey by surfacing the right content at the right time. In short, We’re more than just a resource center.
We have our sights set higher than ever as the B2B buyer journey continues to evolve. Here are some of the tools that you can use to power your content and create revenue-generating content experiences with Uberflip:
- Sales Assist enables sales teams to find and share relevant, brand-approved content effortlessly within the tools they use every day.
- Uberflip Marketplace features over 40 apps and integrations that extend Uberflip’s capabilities even further. Seamlessly connect with other leading martech tools to scale personalization efforts, unlock deeper customer insights, and create visually engaging experiences in a snap. Can’t find what you need? We support 3rd party developers an open API and extensive documentation
- Personalization apps from Uberflip Marketplace enable ABM marketers to leverage intent data from partners such as Demandbase, 6Sense, Bombora, and more to dynamically personalize content destinations at scale.
Still asking yourself, “What the heck is Uberflip?” Find more information here about how we are helping B2B marketers build revenue-generating experiences.
Myth #3: Uberflip is harmful for SEO
Half the time, the buyer journey starts with a Google search; 49% of shoppers say that they use Google to find or discover a new product. While your prospects are researching solutions to a pain point, SEO is essential for your content to be found on the first page of your prospects’ organic search results.
Within the Uberflip platform, you can take control of our content hub’s SEO at the hub level, stream level and item level. Here’s how:
- Control whether hubs and streams are crawlable
- Point to a blog post’s canonical URL as you build out personalized content destinations for each of your ABM accounts
- Apply H1 and H2 headers with the click of a button
- Write a unique SEO title and meta description
- Apply image alt text without sifting through the source code (unless you want to)
Let’s talk about iFrames. The Uberflip platform supports iFrames and we love using them to display content beautifully within an article. However, too much of a good thing is bad for SEO. At Uberflip, we can support iFraming to bring content into the Uberflip experience, but this is not the basis of our site structure, as is the case with some other content experience platforms.
Myth #4: Uberflip isn’t scalable
Cloud-based data warehousing company Snowflake came on board with Uberflip while they were just beginning to implement an account-based marketing strategy. The first campaign that Daniel Day, Senior Manager of Account-Based Marketing ran with Uberflip was designed to reach 30 different accounts and drive each one to a personalized content destination within the Uberflip platform. Snowflake has since scaled to over 1,500 one-to-one campaigns with Uberflip powering both their ABM and sales teams.
Our customers are always seeking out new ways to utilize the Uberflip platform in every aspect of their go-to-market strategy and we Uberflippers are future-focused with them. Uberflip was built to address your evolving business needs and can power multiple teams within your organization. Whether you’re creating an internal sales enablement hub to support your sales team, or creating content to support a customer retention campaign, or you’re seeking a solution that allows you to scale a global demand generation campaign with multilingual content destinations, the Uberflip platform can support your business goals, and it can do this at scale.
Myth #5: Content experience platforms offer no enrichment capabilities
As marketers crave innovation and better communication within their tech stack, the days of walled gardens of data are coming to an end. Uberflip natively integrates with marketing automation platforms such as Marketo, Pardot, Eloqua, and HubSpot to enable you to better understand how your customers and prospects are consuming and engaging with content on your Uberflip Hub.
Build more accurate lead scoring models, create content consumption paths that keep buyers engaged for longer, and design experiences that compel your viewers to self-nurture with data and insights from Uberflip Analytics.
Uberflip also integrates with CRM platform Salesforce, which enables you to enrich your Salesforce data with visitor insights from Uberflip to tie content consumption and engagement activity to opportunities.
Learn more about how Uberflip integrates with other tools in your tech stack to help you measure the ROI of your content and take personalization to the next level.
As the B2B buyer journey evolves, the Uberflip platform is evolving, too. To keep pace with today’s modern B2B buyer, we need to be on the cutting edge of what makes a great content experience. We’re proud to be future-focused with you.